You can measure the impact of your campaigns across various channels and optimize your marketing activities with the Revenue attribution service.
Revenue attribution is the process of matching customer sales data to specific marketing communication touchpoints in order to:
- understand where revenue is coming from,
- understand which channels are more successful and leading to conversions,
- optimize your marketing activities and
- maximize the efficiency of your marketing budget.
How does it work?
The Revenue Attribution Service assigns the value of purchases to marketing touchpoints (e.g. email clicks) based on the selected calculation model and time window. In this way, the service can attribute the conversion to a single or multiple touchpoints.
Currently, the Revenue Attribution Service does not support multi-touchpoint models.
By default, the Revenue Attribution Service uses Web Extend data and it can use Smart Insight sales data. The default settings of the service include:
- The calculation runs daily at 11:00 CET.
- If you would like to change the settings of the Revenue Attribution Service, including the attribution method or attribution window, please contact Emarsys Support.
The model used by the Revenue Attribution Service. The following methods are available:
- First touch - This model gives 100% of the credit to the message that initiated the very first interaction between a customer and your company.
We recommend using this model if:
- You would like to determine which channels are the most effective in increasing brand or service awareness.
- Short sales cycles are typical in your business and
- Your primary goal is demand generation and to increase brand awareness.
- Last touch - This model attributes 100% of the generated revenue to the last touchpoint made before the purchase. It reveals what closed the deal and helps you determine which campaigns have the highest conversion rates.
We recommend using this model for small businesses or if the primary goal of your campaigns is conversion.
It determines how long, after a purchase a customer interaction can still be attributed. The Revenue Attribution Service will analyze marketing communication that was sent to your customers before they made a purchase based on the selected time period.
The value specified for the Attribution window should be between 1 and 365 days.
Data sources used by the Revenue Attribution Service
The Revenue Attribution Service uses one of the following data sources:
- Web Extend session purchases (if Web Extend is activated on your account)
- Smart Insight sales data (if Smart Insight is activated on your account)
The Revenue Attribution Service attributes revenue to the following actions and touchpoints:
- Email behavior data (sends, opens and clicks)
- Push message behavior data (sends and opens)
To use the Revenue Attribution Service, either Smart Insight or Web Extend has to be activated on your account. By default, this service uses Web Extend data. If the sales data uploaded to Smart Insight includes the timestamp and timezone for each purchase event, then it can be the data source for the Revenue Attribution Service.
If you would like to use the Revenue Attribution Service but neither Smart Insight nor Web Extend is activated on your account, please contact your Client Success Manager.
Configuring the Revenue Attribution settings
For more information, see Revenue Attribution settings.
Checking the results of Revenue Attribution
Why have changes been made to the figures in the Smart Insight, Strategic Reporting, Trend reporting and Result summary pages?
The reason for this is that we have made improvements to the method of calculating revenue attribution. This might make some slight changes to the figures reflected in the respective reports, including small adjustments of your retrospective metrics.
Why do numbers look different when I change the data sources used by the Revenue Attribution Service from Web Extend to Smart Insight?
The Revenue Attribution Service uses your Web Extend session purchase data by default or your Smart Insight sales data (if that is enabled). There are differences between the two data sources:
- Smart Insight takes into account your online and offline purchase data. Moreover, to ensure that your data is accurate and consistent, you can check the quality of your Smart Insight purchase data and troubleshoot any data-related issues on the Data Quality page.
- Web Extend tracks only purchases by using a script that is running on your website. (The Data Quality page is only available for Smart Insight.)
The Revenue Attribution Service calculations run daily at 11:00 CET. Therefore, the results of the last day of campaigns that were launched 1-3 days ago may vary if you check them before or after running the calculations.
Why are there discrepancies between the metrics of Google Analytics and Emarsys?
Differences between Emarsys and Google Analytics rely on differences between data gathered and contained inside of the Emarsys Platform (e.g. email or Push) and Google Analytics respectively. Google Analytics data relies heavily upon website traffic and Google Ads data. Additionally, based on the various settings and technologies used to set data gathering there are differences in how each attribute is collected respectively.
Differences between the results shown in Emarsys and Google Analytics may occur for the following reasons:
- Data is collected by using different scripts on these platforms, which means that purchases are not tracked in exactly the same way.
- The channels taken into account by the specific model are different. For example, attribution in Google Analytics also includes search data and paid ads, which are not taken into consideration by the model used in Emarsys. In such a case, a purchase can be attributed to the email channel in Emarsys and to another channel in Google Analytics.
- The attribution model (i.e. first click, last click etc.) and attribution time window can be set differently in the two platforms.
Instead of comparing your results produced by the different platforms to each other, we recommend constantly monitoring your performance and using a baseline of your choice to evaluate the outcomes. For instance, you can compare the results of a campaign to that of other campaigns or check if the impact of your campaigns are indicating an increasing or decreasing trend.
Is it possible to check how revenue is distributed across different sales channels?
Known issues and limitations
- Currently, the Revenue Attribution Service cannot process reloaded sales data.
- The Revenue Attribution Service does not attribute down to the level of a particular element or section of an email for example.
- The Revenue Attribution Service does not take touchpoints outside Emarsys (e.g. Google Ads, Facebook Ads or affiliate networks) into consideration.